In this conversation, I spoke with Sundar Swaminathan, a marketing data science leader, about his journey from software development to B2C marketing analytics.
Sundar shares insights from his time at Uber, emphasising the importance of a data-driven culture and psychological safety in fostering innovation. We also discuss the challenges of lifecycle marketing, the significance of personalisation, and strategies for maximising impact while minimising effort.
The conversation highlights the need for clear lifecycle definitions and the role of leadership in creating an environment conducive to data-driven decision-making. In this conversation, Sundar and I delve into the intricacies of personalisation in marketing, discussing its varying importance across different industries. We explore the strategic use of discounts and promotions to enhance user engagement, emphasising the need for A/B testing to validate marketing strategies. Sundar shares insights on overcoming barriers to experimentation, highlighting the human factors that often hinder progress. The discussion also covers the significance of strategic measurement in marketing efforts, particularly the use of health metrics to gauge business performance effectively.
Hope you enjoy the conversation!
Share this post